Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. If you continue browsing the site, you agree to the use of cookies on this website. See our User Agreement and Privacy Policy.

Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. If you continue browsing the site, you agree to the use of cookies on this website. See our Privacy Policy and User Agreement for details.

Discover the Power of Contextual Marketing

Marketing, however, is not a simple thing. Digitalisation has caused a customer’s journey to no longer be a linear one, as it cuts a multitude of digital and physical brand touch points. Yet understanding the consumer’s intent and where the consumer is likely to be for each of these phases, is crucial for any marketer to be able to deliver a contextual, meaningful marketing effort.

That’s not all. The topic of data – big, small, dark, as well as, analytics remains important. But as marketers, are you harnessing all of this data to help simplify the customer experience?

Join us in an upcoming webinar as we uncover the power of contextual marketing and how SAP Hybris Marketing solution will enable you to deliver that relevant experiences your consumers call, simplicity.

There is has been an evolution of customer engagement over the years. The first customer engagement was to address the masses, and the focus was to build the product and its brand, and draw people based purely on the strength of the brand. (And the data source and key measure of success was product sales.)

Next was the segment based marketing, where marketers started to differentiate customer based on segment profile. The objective was to establish a connection, one-way connection using differentiated messaging and offers that would appeal to the different segment profiles. (The key data source were mostly 3rd party results relying on agencies, direct mailers, and telemarketers. And the key measure of success was the demand for products.)

And now and in most marketing organizations the focus is now on the individualized personalized marketing. Insights needed is ability to identify customers and capturing enriched information to develop a deeper customer profile. In addition to the traditional data sources, online behavior data is most leveraged The key measurements are to increase the campaign results.

The new wave of customer engagement that’s emerging is called Empathy Marketing which is based on the individual’s “in-the- moment” context; where marketers are able to gain deeper insights into customers, so that they understand the customer’s intents and motivations, and focus their efforts on meeting their needs. The key measurement of success is not just to improve marketing performance, but the overall positive impact to the business across the organization.

What are “in-moment”?

In-moments are key period in time where people are looking for change and are open to being influenced. And presents an opportunities for marketers. I am sure we can all think of moments like this in our own lives: some examples of life moments are: marriage, new baby, first home purchase, child going off to college.

These life moments are certainly great opportunities for marketers to engage and influence in these moments. However, these life moments maybe too few and far between for some organizations.

If you look at an individual, there are “every-day” moments where in a single day everyone faces moments where they are open to influence. Whether they are looking to be entertained, or wants to eat, or searching for information, or want to make a buying decision. All of these desires, wants, and needs are moments where as marketers can identify and engage with people.

In fact, every day, billions people around the world have dozens of moments. These moments create billions of ‘signals’, which not only include context e.g. where someone is, what device they are using or the time of day, but also intent: what someone wants or needs at that moment. This combination of context and intent-driven signals is a goldmine for marketers, providing more opportunities to be relevant and connect with consumers in more meaningful ways than ever before.

And the Customer journey is actually made up of these many ’moments’. Let’s take a look at a simple scenario of the customer journey and see how these moments occur and how organizations can listen and identify these moments to deliver customer experiences that meets the needs of the customer.

Awareness: a person is exposed to ads on tv, print, and on the internet for new mobile devices and the person has a moment based on his needs he becomes aware that he “wants new devices”

Discovery: so he embarks in discovery and has various moments to “learn” about the new mobile devices: phones and tablets. As part of the research process, he goes into the a mobile carrier’s website and almost purchases an tablet, however abandons the purchase. At this point so far, the mobile carrier is able to capture an anonymous IP address of the computer and the category of interest is mobile devices and tablet was abandoned.

Consideration: next part of the journey the customer gathers additional information from peers and review sites and narrows down the search to few products and visits the mobile carriers’ store and “compare devices”.

Action: based on his experience at the store, he decides to purchase the mobile phone from the store. The store captures the customer information and the product sales.

Use: the customer starts the activation of the mobile phone and starts using the new phone.

Consideration: and the store based on his purchase, send him a follow up offer for 10% off next purchase item. He opens and clicks on the offers which take him to the company website.

Action: he decides to “login to create an account”. And at this moment the mobile carrier is able to match his online identify to the account and the POS data to create a more richer customer profile. And based on the abandoned basket item, the tablet is offered as the primary product along with automated pricing adjustment of his 10% discount. Customer thinks this is perfect to receive an offer to fulfill his need to replace his devices and “purchases the tablet” on line. Later he receives his new tablet and enjoys it.

Advocacy: overall he has had a very positive experience with his journey and decides to “share his experience” on his social channels. And as his mentions the mobile carrier, his sentiments and social handles are captured by the organization.

Action: later he receives his bill and “pays the bill online”, but in the process receives a cross-sell offer for a wireless headsets, he clicks to find out more information about it.

Interest: he ”evaluates the offers” and decides that he wants a new headsets, and this starts another journey for the customer.

The key capability for in-moment marketing is the need to understand the real-time context of customers to deliver the best customer experiences…Contextual insights are required for in-moment marketing.

Humans, we do this naturally, we listen and pick up on both verbal and non-verbal signals and cues from others to listen, understand, and to communicate with others.

Similarly, contextually marketing is able to listen to both explicit and implicit customer signals and cues. Explicit signals are transactional, more concrete: campaigns targeted, offers and promotions responded to, products purchased, bills paid, service tickets, etc….these tend to be more historical and although important to know, they themselves are not a strong indictor of what customers are interested in next, or may do next. Implicit signals are more softer, harder to quantify, but generally are a stronger indictor of future customer behavior. Examples of implicit signals are sentiments from social media channels and other unstructured data sources like email responses, web forms, or text fields from service tickets, or even call center phone call recording. All these sources can be analyzed with text analytics to determine the sentiment and the object of the content. Also online behavior information is another fantastic source of customer information: website visited, web pages seen for a certain time period, product images hovered, offers ignored, etc…are a very good indictor of what customers maybe interested in next.

The idea is to capture both implicit and explicit customer signals to understand not only the historical information and the future propensities, but most importantly the current real-time customer intent, combine them together to provide the best insights into customer contexts and the analytics to decide on the best treatment for the customer. And be able to do this on-the-fly, so that you can identify the key customer moments and respond to them in real-time.

SAP Hybris enables organizations to market in the moment. Our solutions allows marketers to understand the real-time intent of individual customers to dynamically deliver contextually relevant experiences across channels, devices, and throughout the entire customer journey.

Gain Deeper Customer Insights: Dynamically capture and enrich customer profiles across all sources into a single view, gain insights into customer’s real-time intents

Market with Speed and Agility: React quickly to market opportunities with increased transparency and alignment of the marketing process, resources, and performance. Get up and running quickly with integrated cloud solution

Gain deeper customer insights: Dynamically capture and enrich customer profiles across all sources into a single view, gain insights into customer’s real-time intents.

Capture and enrich customer profiles dynamically with information across the enterprise (offline and online), including ‘in-the-moment’ signals to develop a real-time view of customers

Market with Speed and Agility: React quickly to market opportunities with increased transparency and alignment of the marketing process, resources, and performance. Get up and running quickly with integrated cloud solution

Align marketing resources and activities with single marketing platform to manage marketing plans, calendars and the real-time budgets and expense management

Generate and manage leads through conversion and increase collaboration with sales.

Real-time response to customers and opportunities; track KPI from a single dashboard. Understand the details behind the number and market in real-time.

Accelerate the marketing processes across the entire enterprise. Streamline planning, building, and executing of marketing activities across channels and departments

Get a solution in matter of days with the cloud based solution, and with integrated scenarios with commerce and sales, execute on an integrated customer engagement strategy quickly.

SAP S/4HANA Marketing Cloud is an open platform that supports the end-to-end marketing process -- from building a real-time contextual profile that can be analyzed and leveraged to drive 1:1 personalized customer engagements across all channels and touch points.

Data consolidation, the context and the marketing execution - all on one platform. As mentioned earlier, marketers have a lot of data that is spread across various systems and point solutions that only provide a partial view on the customer’s journey… Our Marketing Cloud brings data from various interactions/events across all channels into a central platform and can merge, match and enrich that data to Gain insights from having the full context of the customer (not only what they have done and what they are doing now, their interests, etc.), but also leverage intelligence to predict what they will do and ultimately drive meaningful customer engagements across channels. Finally, the solution supports execution natively for key channels, or can connect to 3rd party solutions to execute campaigns, and then capture responses and results that are fed back into the solution for analytics and optimization. Some of the execution we do directly, natively from our solution, more and more will come overtime. Currently avaiable are the email, the sms, push notification, personalized commerce, leads and opportunities send out to the salesforce, social advertising of Facebook, paid search advertising as well. All natively directly from SAP S/4HANA Marketing Cloud. As well as providing the common context to drive the execution into other channels or point solutions the customers wants to keep. Consolidated, organized, simple. Giving you more context and value in every one of those point solutions you decide to keep. We know that this whole end to end process is what your organization has to achieve, and the competition is focused on only the last step.

Utilize preconfigured scenarios that reflect how marketers work and the business processes they go through.

[OPTIONALLY USE THE QUANTIFIABLE CUSTOMER BENEFITS SLIDES IN THE APPENDIX INSTEAD OF SLIDES 14-18]

4.
WHAT ARE IN-MOMENTS?
These are moments in time where customers are open to having their
preferences influenced and ready to make decisions.
We are getting
married
Life Moments Every Day Moments
Bought
a house
Child is going to
College
Expecting
our first
baby
I want-to-be
entertained
moments”
I want-to-eat
moments
I need-to-learn
moments
I need-to-buy
moments

6.
IN-MOMENT MARKETING REQUIRES CONTEXTUAL INSIGHTS
Leverage the real-time contexts to deliver the best customer experiences
The customer
What they have done
What they may do
What they are doing now
EXPLICIT
IMPLICIT
In-Moment
individualization Presentation of
relevant content across
all touchpoints

7.
Understand the real-time intent of each customer and dynamically
deliver contextually relevant experiences across channels.
MARKET IN THE MOMENT
EXPERIENCE
DELIVER INDIVIDUALIZED
CUSTOMER ENGAGEMENTS
BASED ON REAL-TIME CONTEXT
AND INTENT
INSIGHT
CAPTURE, ENRICH, AND
CONSOLIDATE CUSTOMER DATA
AND GAIN DEEPER INSIGHTS
AGILITY
REACT IN TIME TO CUSTOMER
OPPORTUNITIES. GET UP AND
RUNNING QUICKLY WITH AN
INTEGRATED CLOUD SOLUTION

8.
GAIN DEEPER CUSTOMER INSIGHTS
Dynamically capture and enrich customer profiles across all
sources into a single view, gain insights into customer’s real-
time intents.
Discover hidden trends and
anticipate buying behavior with
built-in predictive analysis
Support for known and unknown
customers
Consolidated view
of customers across
the enterprise
Gain insights into the
customer journey,
identify micro-segments
Accurately target and
segment from any data
source
Understand
customer’s
sentiments and
interests